EI in North America
Expanding Our Service Abroad
EI has undergone extraordinary growth over the past 12 years. Born of an idea to create an agency dedicated to providing B2B media intelligence solutions, EI has become so much more. Through a process of data-mining and industry-specific research, EI develops customized market and media engagement solutions for every single client. At the beginning of 2019, EI took another step forward with the opening of its North American Headquarters in New York City. It is our belief that this expansion will help us better serve our growing portfolio of US clients.
This effort is spearheaded by Tim Skennion, EI's Managing Director of North America. EI is very excited about the expertise and experience that Tim brings with him and he will be responsible for coordinating all projects and clients for EI-North America. This is a move dedicated to expanding our horizon in the present, in addition to brightening the future. The B2B marketplace in North America is enormous and EI is here to help businesses engage audiences in truly meaningful ways.
Tim's ideas and his vision reflect our own goals for the future of this company as we strive to become the leading resource for 3rd Party and independent B2B media intelligence in North America. We are confident that this expansion will produce terrific results for all of our customers. Tim is here to lead the way, and we are excited to take the next steps.
The heart of our business is helping B2B companies engage with customers in ways that are relevant and impactful. The landscape of B2B sales continues to change, as new trends and new technologies transform what it means to be a market leader. This has resulted in changes in the way companies coordinate and direct their marketing and sales force. The B2B marketplace is not only tremendously large, but also fiercely competitive.
B2B sales has evolved from an art to a science. By that we mean that sales is data-driven, enabled by digital tools, underpinned by advanced analytics, and focused on really understanding the “what, why, and when” of the customer.
"What the future science of B2B sales growth looks like" by Tim Colter,
Mingyu Guan, Mitra Mahdavian, Sohail Razzaq, and Jeremy D. Schneider at McKinsey & Company
More and more, engaging customers and generating tangible ROI requires varied marketing strategy across events and media. The full suite of EI's product offerings are rooted in data and information. We help link your business and media strategies in an effective and economical manner. As a result, not only will you have confidence in promoting your plan internally, but you will see real results.
Our move to North America is all about bringing our suite of products to clients overseas. Our company infrastructure, developed over 12 years of growth and learning, is clearly established. We believe this, alongside our proprietary global mapping database will provide us with a distinct advantage as we work to build a sustainable entity in the United States.
Tim Skennion, Managing Director of North America
What is your background? How did you come to work at EI?
"Most recently, I worked as the Chief Revenue Officer at Argyle. I was responsible for building revenue programs around a suite of programs and conferences. Before Argyle, I served as the SVP of Pheedo. We were a technology platform that helped companies get greater ROI on original material such as video and other long-form content. Early in my career, I worked at InfoGroup in a similar role. I was part of the Sales and Account management team for their digital business. We helped companies develop marketing solutions for email and social data."
What made you excited to work at EI?
"I spent six years in the event conference space. I witnessed firsthand how event sponsorship investments and marketing teams are being increasingly scrutinized. When I connected the dots, I recognized that any resource that could help clients get a greater ROI on marketing and sponsorship investments would be very valuable. During my time at Argyle, I was a client with EI for a brief period. This gave me an opportunity to work as part of the team. I helped Accenture and HSBC purchase sponsorships from Argyle. "
How would you describe what EI does?
"EI provides bespoke market intelligence, media and event solutions for B2B companies seeking to more strategically invest their marketing budgets. Our Client Relations and Research teams work in tandem to help clients effectively access their target audiences and generate greater returns on their investments."
What is the B2B marketing sector like in the US?
"As of 5 or 6 years ago, marketing budgets have been facing greater scrutiny and oversight. There has been an increasing focus on spending money more strategically because it is becoming easier to track the tangible results of such investments. Companies can see, for example, how many legitimate leads a single sponsorship investment created. Brands are benefitting from resources that support smarter buying decisions. In the US specifically, the B2B market is enormous and the demand for marketing engagement vehicles continues to grow. "
What is the purpose of having a presence in the US?
"The US market for services like EI remains untapped. This move presents significant upside with limited investment required. EI is currently the market leader in the Market Intelligence category and no direct competitor currently exists in the US. We will benefit greatly from being the First Mover into this sector of the US economy. Furthermore, our UK Headquarters possesses existing infrastructure that is both scalable and exportable. This has accelerated our entry into the US."
How do you see this branch evolving going forward into the future?
"This branch will continue to emulate the infrastructure of its UK counterpart. We want to expand messaging to key accounts and mine existing relationships to uncover new US buying centers within those accounts."